農會關係行銷、顧客滿意度與顧客忠誠度之 相關性研究－以岡山地區農會為例

A Study of the Relationship among Relationship Marketing, Customer Satisfaction and Customer Loyalty: Taking Farmers’ Associations in Gangshan Area as Examples.

謝宗憲

農會 ； 關係行銷 ； 顧客忠誠度 ； 顧客滿意度 ； relationship marketing ； customer loyalty ； customer satisfaction

長榮大學高階管理碩士在職專班（EMBA）學位論文

2016年

碩士

謝介仁

繁體中文

面對全球化競爭與金融自由化，台灣農會從農業社會，走向科技 時代，正面臨著艱鉅嚴苛的競爭環境，農會在內憂外患的夾擊下，其 組織在經營管理上已急迫須要透過新思維、新理念以及新策略，方能 轉型蛻變為有價值、功能之企業，進而達到永續經營的目標. 由於目前農會關係行銷影響整體顧客忠誠度的表現，因此，本研 究目的係以農會關係行銷、顧客滿意度與顧客忠誠度之相關性來進行 研究，亦即探討關係行銷、顧客滿意度與顧客忠誠度之間的相關性， 並檢視顧客滿意度的中介效果。本研究方法採文獻分析法與問卷調查 法，以岡山地區農會的顧客為施測對象，採便利抽樣方式，共發出問 卷 400 份，經由篩選及剔除無效問卷後，共獲得有效問卷 359 份，有 效問卷回收率為 89.75%。資料分析顯示，本問卷具有良好的信度與 效度。統計方法採次數分配與百分比、皮爾遜積差相關以及階層迴歸 分析。

The world market is now too much turmoil, to be successful and competitive in today’s dramatically changing diverse business environment especially for traditional financial corporate such as farmer’s associates, the organization must know how to retain the customers. This study is aimed to explore the relationship among relationship marketing, customer satisfaction and customer loyalty, examine the mediating effect of customer satisfaction. This study adopts documentary analysis and questionnaire survey and takes the customers of Farmers' Association in Gangshan Area as objectives. There are three major constructs operationalized: (1) relationship marketing, (2) customer satisfaction and (3) customer loyalty. It utilizes convenience sampling, 359 out of 400 questionnaires are valid and with fine reliability and validity for data analysis. The statistical methods include frequency distribution and percentage, mean and standard deviation, Pearson’s product-moment correlation, hierarchical regression analysis, etc. The results suggest that customer royalty is influenced positively by relationship marketing and customer satisfactory. Meanwhile, relationship marketing also impacts customer satisfactory positively. In addition, customer satisfactory mediates the effects of relationship marketing and customer royalty significantly. Finally, the conclusion, managerial implications and suggestions are presented for further practical and researchers to take into consideration and make contributions.

1. 書 Griffin, J., Customer Loyalty [1995]. How to Earn It, How to
   連結：
2. 客滿意度及顧客忠誠度關係之研究。電子商務學報，8(4)，
   連結：
3. 邱聯榮(2009)。蔬食餐廳消費者消費動機、滿意度對忠誠度之研究。
   連結：
4. 徐美華（2014）。 餐廳關係行銷、服務品質與顧客滿意度及忠誠度之
   連結：
5. 楊美維、張育銘(2009)。產業文化活動意識與農特產品包裝設計之研
   連結：
6. 黃昭瑾、林錫銓(2011)。農會農特產品展售中心之創新調適。農業推
   連結：
7. 謝沛志(2009)。航空貨運站關係行銷與服務品質對顧客滿意度及顧客
   連結：
8. 響之研究─以南部地區農漁會為例。屏東科技大學農企業管理系
   連結：
9. 行政院農委會(2016)。行政院農委會官方網站。2016年4月30日取自
   連結：
10. Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer Satisfaction, Market Share, and Profitability: Findings from Sweden. Journal of Marketing, 58, 53-66.
    連結：
11. Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing science, 12(2), 125-143.
    連結：
12. Auh, S., Bell, S. J., McLeod, C. S., & Shih, E. (2007). Co-production and customer loyalty in financial services. Journal of Retailing, 83(3), 359-370.
    連結：
13. Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of tourism research, 27(3), 785-804.
    連結：
14. Berry, L. L. (1983). Relationship Marketing in Emerging Perspectives on Services Marketing. Leonard L.Berry, Lynn G. Shostack and Gregory D.Upah, eds, Chicago: American Marketing Association, 25-28.
    連結：
15. Berry, L. L. (1995). Relationship Marketing of Service-Growing Interest, Emerging Perspectives. Journal of the Academy of Marketing Science, 23(4), 236-245.
    連結：
16. Bowen, J. T., & Shoemaker, S. (1998). Loyalty: A strategic commitment.
    連結：
17. Cornell hotel and restaurant administration quarterly, 39(1), 12-25.
    連結：
18. Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 24(8), 244-249.
    連結：
19. Christy, R., Oliver, G, & Penn, J.(1996). Relationship marketing in consumer markets. Journal of Marketing Management, 12, 175-187.
    連結：
20. Christopher, M., Payne, A., & Ballantyne, D. (1991). Relationship Marketing. Butterworth-Heinemann Ltd.2.1.2.
    連結：
21. Crosby, L. A. & Stephens, N. (1987). Effects of relationship marketing on satisfaction, retention & prices in the life insurance industry. Journal of Marketing Research, 24, 404-411.
    連結：
22. Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22, 99-113.
    連結：
23. Evans, J. R., Laskin, R. L. (1994). The relationship marketing process: a conceptualization and application. Industrial Marketing Management, 23(5), 439-452.
    連結：
24. Fornell, C. (1992). A National Customer Satisfaction Barometer：The
    連結：
25. Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 70-87.
    連結：
26. Gronroos, C. (1990). Relationship approach to marketing in service context: The marketing and organizational behavior Interface. Journal of Business Research, 20(1), 5-8.
    連結：
27. Gronholdt, L., Martensen, A., & Kristensen, K. (2000). The relationship between customer satisfaction and loyalty: cross-industry differences. Total quality management, 11(4-6), 509-514.
    連結：
28. Gwinner, K.P., Gremler, D.D., Bitner, M.J., 1998. Relational benefits in services industries: the customer’s perspective. Journal of the Academy of Marketing Science, 26(2), 101-114.
    連結：
29. Hernon, P. N., Danuta, A., & Altman, E. (1999). Service Quality and Customer Satisfaction: An Assessment and Future Direction. The Journal of Academic Librarianship, 25(1), 9–17.
    連結：
30. Heskett, J. L., Jones, T. O., Loveman, G. E., Sasser, W. E. Jr., & Schlesinger, L. A. (1994). Putting the service-profit chain to work. Harvard Business Review, 72(5), 164-174.
    連結：
31. Hallowell, R. (1996). The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study. International Journal of Service Industry Management, 7(4), 27-42.
    連結：
32. Kotler, P. (2003). Marketing Management (11th ed.). Englewood Cliffs, NJ:Prentice-Hall.
    連結：
33. LaBarbera, P. A., & Mazursky, D. (1983). A longitudinal assessment of consumer satisfaction/dissatisfaction: the dynamic aspect of the cognitive process. Journal of marketing research, 20(4), 393-404.
    連結：
34. Mano, H., & Oliver, R. L.(1993). Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling and Satisfaction. Journal of Consumer Research, 20(3), 451-465.
    連結：
35. Ndubisi, N. O. (2007). Relationship marketing and customer loyalty. Marketing Intelligence & Planning, 25(1), 98-106.
    連結：
36. Oliver, R. L. (1993). Cognitive, Affective, and Attribute Bases of the Satisfaction Response. Journal of Customer Research, 20, 418-430.
    連結：
37. Oliver, R. L. (1996). Satisfaction: A behavioral perspective on the consumer. NY: McGraw-Hill.
    連結：
38. Oliver, R. L. (1999). Whence consumer loyalty. Journal of Marketing, 63(5), 33-44.
    連結：
39. Ostrom, A., & Iacobucci, D. (1995). Consumer trade-offs and the evaluation of services. Journal of Marketing, 59(1), 17-28.
    連結：
40. Palmatier, R. W., Jarvis, C. B., Bechkoff, J. R., & Kardes, F. R. (2009). The Role of Customer Gratitude in Relationship Marketing. Journal of Marketing, 73(5), 1-18.
    連結：
41. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994). Reassessment of expectations as a comparison standard in measuring service quality: implications for further research. Journal of Marketing, 58, 111-124.
    連結：
42. Publishers Inc.
    連結：
43. Shani, D., & Chalasani, S. (1992). Exploiting niches using relationship marketing. Journal of Services Marketing, 6(4), 43-52.
    連結：
44. Shoemaker, S., & Lewis, R. C. (1999). Customer loyalty: The future of hospitality marketing. International Journal of Hospital Management, 39(1), 345-370.
    連結：
45. Singh, J. (1991). Understanding the structure of consumer satisfaction evaluaton of service delivery. Journal of Academy of Marketing Science, 19(3), 223-224.
    連結：
46. Webster, F. E. Jr. (1994). Market-Driven Management, John Wiley & Son, Inc.
    連結：
47. Woodside, A. G., Frey, L. L., & Daly, R. T. (1989). Linking service quality, customer satisfaction and behavioral intention. Journal of Health Care Marketing, 9(2), 5-17.
    連結：
48. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
    連結：
49. 一、中文部分
50. 王秀華(1996)。忠誠顧客-如何培養, 如何保持。臺北: 朝陽堂文化.(原
51. Keep it, Simmon and Schuster Inc.,)。
52. 江建志(2001)。資料採礦於顧客忠誠度管理之研究。國立成功大學資
53. 訊管理研究所碩士論文，未出版，臺南市。
54. 林奕雯(2014)。中華職棒體驗行銷、顧客滿意度及顧客忠誠度之多群
55. 組徑路分析(未出版之碩士論文)。銘傳大學傳播管理學系，臺北
56. 市。
57. 林榮禾、莊淳淩、莊景有、代如君(2006)。入口網站的服務品質、顧
58. 533-555。
59. 建國科大學報，29(1)，89-108。
60. 關聯性-以大台北地區日式小火鍋餐廳為例。南台科技大學企管
61. 碩士班碩士論文，未出版，台南市。
62. 涂漢仁（2008）。農會轉型經營策略之研究-以苗栗地區為例。育達科
63. 技大學企業管理研究所碩士論文，未出版，苗栗縣。
64. 張永成（2012）。全體農會營運分析與展望。2016 年5 月8 日，取
65. 自：http://www.ba.pu.edu.tw/download/k01-0001.ppt
66. 44
67. 究-以左鎮白堊節為例。設計學報 (Journal of Design)，10(1)，
68. 19-42。
69. 黃文龍（2004）。關係行銷、滿意度與忠誠度關係之研究—以
70. TFT-LCDMonito產業為例。國立高雄第一科技大學行銷與流通管
71. 理所碩士論文，未出版，高雄市。
72. 廣文彙，56，151-162。
73. 黃鵬飛、林慧婷（2002）。傳統通路與虛擬通路中不同顧客保留策略
74. 影響顧客信任、承諾與離去傾向之比較研究。論文發表於國立臺
75. 灣科技大學管理新思維學術研討會。臺北：國立臺灣科技大學。
76. 陳勁甫、郭文凱、曾文祥(2008)。服務品質、知覺價值、滿意度與顧
77. 客忠誠度之研究— 以高雄市真愛碼頭觀光船為例。旅遊管理研
78. 究，8(1)，59-76。
79. 陳威亞(2003)。大學生遊學產品意象, 知覺價值與滿意度之研究(未出
80. 版之碩士論文)。南華大學旅遊事業管理研究所，嘉義縣。
81. 忠誠度之影響(未出版之碩士論文)。國立交通大學交通運輸研究
82. 所，新竹市。
83. 顏逸帆（2007）。產品創新、關係行銷、顧客知識管理與智慧資本影
84. 所碩士論文，未出版，屏東市。
85. http://www.coa.gov.tw/show_index.php
86. 45
87. 二、英文部分
88. Armstrong, G., & Kotler, P. (2000). Marketing: An Introduction (5th Ed.). New Jersey: Prentice Hall.
89. Berry, L. L. & Parasuraman, A. (1991). Marketing Services-Competing Through Quality. New York: The Free Press.
90. Bhote, K. R. (1996). Beyond Customer Satisfaction to Customer Loyalt-The Key to Greater Profitability. American Management Association, New York, 31.
91. 46
92. Day, R. L. (1977). Extending the concept of consumer satisfaction. Advances in consumer research, 4(1), 149-154.
93. Swedish Experience. Journal of Marketing, 55, 1-22.
94. 47
95. Hennig-Thuran, T., Gwinner, K. P., Gremler, D. D. (2002). Understanding Relationship Marketing Outcomes. Journal of Service Research, 4(3), 230-247.
96. Howard, J. A., & Sheth, J. N. (1989). The theory of buyer behavior, appleton century crofts. Buyer Behavior in Marketing Strategy. New York: Prentice Hall.
97. Jones, T. O., & Sasser, W. E. (1995). Why Satified Customers Defect. Harvard Business Review, Nov/Dec, 88-99.
98. Kotler, P. (1994). Marketing management, analysis, planning, implementation, and control. New Jersey: Prentice Hall.
99. 48
100. Oliver, R. L. (1997). Emotional Expression in the Satisfaction Response. In satisfaction: A behavior al perspective on the consumer. Boston: Irwin, 291-325.
101. Raphel , N., & Raphel, M. (1995). Up the Loyalty Ladder. Harper Collins
102. 49
103. Rapp, S., & Collins, T. (1992). The great marketing turnaround: the age of the individual and how to profit from it. Prentice-Hall.
104. Reichheld, F. F. (1996). Learning from customer defections. Harvard Business Review, March–April.
105. Reichheld, F. P., & Sasser, W. E. (1990). Zero defeciions: Quoliiy comes to services. Harvard business review, 68(5), 105-111.
106. Too, L. H. Y., Souchon, A. L., & Thirkell, P. C. (2003). Relationship marketing and customer loyalty in a retail setting: A dyadic exploration. Journal of Marketing Management, 17, 287-319.
107. Zeithaml, V. A., & Bitner, M. J. (2002). Service marketing: Integrating customer focus across the firm (3rd ed.). New York: McGraw-Hill
108. 50
109. Inc.